comScore, Inc., a leader in measuring the digital world, released The comScore 2010 U.S. Digital Year in Review. This annual report recaps key trends in the U.S. digital media landscape, including e-commerce, social networking, online video, search, online advertising and mobile, with an emphasis on how digital marketers can capitalize on these trends in 2011.

“2010 was a very positive year for the digital media industry, highlighted by a strong rebound in e-commerce spending , significant innovation and increased demand for online advertising, and an explosion in digital content consumption across multiple platforms,” said comScore chairman Gian Fulgoni. “As we embark on a promising 2011, marketers must have a sound understanding of the digital media landscape and how it is changing if they hope to capitalize on key trends that can drive their business into the future.”

As the economic environment showed signs of improvement in 2010, the digital media industry responded with significant growth across various media platforms. Industry innovations brought an unprecedented number of options to consumers as digital media continued to weave itself even tighter into the fabric of Americans’ daily lives.

The report provides a comprehensive view across the fixed Internet and mobile sectors to uncover this past year’s important consumer trends. Key findings highlighted in the report include:

- Following 2 years of depressed consumer discretionary spending, the economy showed signs of improvement, leading to positive growth for the e-commerce market. Total U.S. e-commerce spending reached $227.6 billion in 2010, up 9 percent versus the previous year. Travel e-commerce spending grew 6 percent to $85.2 billion, while retail (non-travel) e-commerce spending jumped 10 percent to $142.5 billion for the year.

- Social networking continued to gain momentum throughout 2010, with 9 out of every 10 U.S. Internet users now visiting a social networking site in a month, and the average Internet user spending more than 4 hours on these sites each month. Nearly 1 out of every 8 minutes online is spent on Facebook.

- The U.S. core search market grew 12 percent overall in 2010, driven by a 4-percent increase in unique searchers and an 8-percent increase in the number of search queries per searcher.

- U.S. Internet users received a total of 4.9 trillion display ads in 2010 with display ad impressions growing 23 percent in December 2010 versus December 2009. Social networking sites, which now account for more than one-third of all display ad impressions, were a significant driver of growth in the display ad market in 2010.

- In December 2010, the average American spent more than 14 hours watching online video, a 12-percent increase from the prior year, and streamed a record 201 videos, an 8-percent increase.

- Major milestones in mobile were crossed during the year as smartphones reached 1 in 4 mobile subscribers and 3G penetration crossed the 50 percent threshold. Approximately 47 percent of mobile subscribers are now connected Internet media users (via browsers, applications or downloaded content), up 8 percentage points from the previous year.